地産地消型朝市に着目した来訪者の行動・意識構造に関する実態分析

概要

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The aim of this study is to clarify behavior of visitors of local production for local consumption style morning fair, and its factors. This morning fair in Kurashiki city is held with the purpose to activate an urban center area. Questionnaires and transportation research were administered to 318 visitors (3.6% extraction rate) at the Kurashiki morning fair. Based on the results of the survey, visitors behavior and its factors were clarified by covariance structure analysis and other methods. The main results are as follows: 1) Compared with general shopping behavior, the morning fair has a higher percentage of middle-aged and older visitors, who are either pedestrians or users of public transportation. 2) According to the visitors, there are two good points of morning fair: “To be able to buy inexpensive and rare goods,” and “To be able to experience a festive mood.” 3) The morning fair has a strong effect on urban regeneration because of average expenditures of nearly 3,000 yen and the high visiting frequency. 4) It has no cooperation with other tourist attractions in Kurashiki city because majority of visitors lives in the morning fairs neighborhood. 5) Existing traffic infrastructure couldnt cope with increased visitors from other areas.JEL Classification: R11, R40
日本地域学会の論文